Along with platform partner, SeenThis, Mediahub tested a hypothesis for a UK Pinterest brand campaign, backed by a lab test carried out by Lumen. This found that the streamed campaign drove 1.7x higher attention than the same ad served using traditional ad serving methods, resulting in a massive 81% higher brand effect.
Mediahub UK calculated the campaign’s carbon footprint related to creative delivery at 683 kg CO2e, using the SRI Alliance Digital broadcast model. Streamed with SeenThis technology, the campaign transferred an estimated 38% less data compared to delivering the tested creative and player. This resulted in an estimated 14% avoided emissions from creative delivery.
What’s more, as a result of this resounding success, all Mediahub UK’s digital brand campaigns will now be powered by SeenThis streaming technology.
“We’re thrilled to prove out a new model that delivers faster, cleaner, and better ad experiences, and continues to challenge legacy practices. Crucially, this proves that sustainable technology investment and client outcomes can co-exist,” says Erfan Djazmi, Chief Digital Officer, Mediahub UK.
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“Our proprietary adaptive streaming technology supplants conventional industry ad-delivery practices, with brand lift data demonstrating how lightning-fast ad-loading generates higher attention from users,” adds Jesper Benon, Founder & CEO SeenThis.
Mike Follett, CEO & Co-Founder, Lumen, concludes: “Our data has proven that streaming tech enhances the viewing experiences for end users, drives better outcomes for clients and results in lower carbon emissions due to lower data transfer – a win-win all round.”
Mediahub UK: Named by COMvergence as the UK’s fastest growing media agency for the second year running. Bringing a challenger mindset to everything we do. Brands choose to work with Mediahub to disrupt category norms. Offering the best of both worlds: a start-up culture backed by Mediabrands. Clients include Pinterest, New Balance, Value Retail and Celebrity Cruises.
About SeenThis: Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 1000+ brands in 40+ countries, the company is on a journey to reshape the internet – for good.